Two years into the program, however, UBS had a realization. They were creating great content, but their budget was lopsided. They weren’t spending enough money marketing that content and ensuring that it reached their target audience.

More and more, this is a key lesson that brands are learning as they progress through their content marketing journey. That shift in emphasis to paid distribution may be the biggest trend in content marketing right now—and it’s certainly the most important.

If you build it… will they come?

Content marketing has been one of the hottest trends this decade, one that many marketers have salivated over. Just create great content, they heard, and audiences will flock to you and love you.

But increasingly, marketers are realizing that “content marketing” isn’t some drastic new paradigm.

What content marketing represents, rather, is a shift in the form that message takes, and how you put it in front of people—brought on by forces of the digital age.

UBS adjusted smartly, taking 10 percent of their content creation budget and applying it to paid social distribution.

You can’t succeed at content marketing without marketing your content.

You can learn more about this innovative content strategy over at Contently.

New LIVE Training

Join our LIVE training broadcast on Tuesday and discover how our guest runs his 7-figure business from his computer while traveling the world with his wife and 3 kids!

He does it by tapping into a “hidden” traffic source and profiting in a unique way.